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CUSTOMER ENGAGEMENT ON INSTAGRAM: THE EFFECT OF VISUAL 25 CONTENT Format. The format of the picture is according to Häggström (2017), affecting the engagement rate. Posts consisting of a picture in portrait format is generating higher engagement rates than pictures in landscape format. According to Kastrenakes (2015), photos in portrait form attracts more engagement that square photos, and square photos engage more that photos in landscape format. Hypothesis 3 are as following: H3a: Posts in portrait format is generates a higher engagement rate than posts in landscape and square format. H3b: Posts in landscape format generates a higher engagement rate than square format but lower than posts in portrait format. Subject. Different subjects in a picture draws different amount of attention. Earlier research show that images of people often are used in advertisement to increase consumer’s trust towards a company (Riegelsberger et al., 2002; Cyr et al., 2009). Images with a human face are according to Riegelsberger et al. (2003); Small & Verrocchio (2009); Pilarczyk & Kuniecki (2014), the best way to draw attention from consumers. Animals are often used in advertisement because humans have a special connection to animals, due to the fact that animals can be seen as family members. Based on previous research the author of this thesis believes that Instagram posts with people and animals draw higher engagement rate than pictures without people. Hypothesis 4 and 5 are as following: H4a: Instagram posts with people affects the engagement rate positively, and have a longer viewing time than posts without people. H4b: Instagram posts with animals, affects the engagement rate positively, have a longer viewing time than posts without animals. H5a: Instagram posts with people have a longer viewing time than posts without people. H5b: Instagram posts with animals have a longer viewing time than posts without animals.PDF Image | STUDY ABOUT THE EFFECT OF VISUAL CONTENT ON CUSTOMER ENGAGEMENT IN AIRLINE INDUSTRY
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